ImSaturn, u r 2!
Saturn owners have always been a different brand of car buyer. Since General Motors launched the brand as a standalone company in 1990, Saturn has meant good value, no-haggle pricing and great customer service. Over the years, however, the design of the cars themselves was considered staid. In 2008, with five sleek new vehicles in production, Saturn sought new ways to increase brand awareness.
To promote the brand’s new cars and engage its many loyal customers, MS&L Digital worked with Saturn to create ImSaturn.com. A branded social network using the Ning platform, ImSaturn.com allows members to create their own profiles, network with other members, upload photos and videos and start their own groups. The site brings customers together and keeps them informed through blog posts, new official photos and videos from Saturn. Most important, however, is that the majority of the content on the site comes from its members.
Within one month of its launch in April 2008, ImSaturn.com attracted more than 1,300 members, who collectively uploaded more than 60 photo albums and 90-some videos. The site’s popularity and innovative strategy has been noted in numerous publications, including Advertising Age, Automotive News, Autoblog and The New York Times. In addition, the site has cultivated Saturn’s brand by building customer relationships. Saturn executives have leveraged this new means of interaction to help Saturn owners solve problems and learn more about events, advertising and products.